Moments of truth (MOTs) happen every time a customer comes into contact with your organization. In a transport system, this might be as short as 15 seconds per encounter between a customer and an employee, but this is still long enough for an opinion to be formed about the company that the employee represents. MOTs happen all the time, and customers form either conscious or subconscious impressions of how a company operates by how each individual aspect of service is delivered. What happens as a result of cumulative MOTs is that customers make long-term decisions about who they wish to do business with based on what is often a remarkably short service exposure. The MOT concept was first postulated by Scandinavian ...

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